Oped: The immersive power of the web

James Burrows, technical director at Immersive Studios, on understanding the rise in bespoke web platforms

How are web-based platforms providing cost-effective, easily accessible virtual experiences?

“WEB-BASED PLATFORMS ARE CUSTOM-BUILT FOR A SPECIFIC PURPOSE”

Ayear of living in a pandemic has undeniably altered how we use technology – and immersive technology in particular. How can we still travel, hold business meetings, connect with friends – or even just feel like we’re somewhere different – when we have to stay at home all the time? It’s not surprising that the use of VR at home has soared, with Valve reporting a 63% uptake since last year. Nevertheless, not everyone has a VR headset lying around – which explains why we’re seeing more and more web-based platforms created to provide immersive and easily accessible experiences. Here, we take a look at what they offer.

MORE THAN JUST A WEBSITE

Essentially a web-based platform is a content hub that’s hosted online and accessed via a web browser. But, unlike a normal website, web-based platforms are custom-built for a specific purpose on a project-by-project basis. This could be for an event, like a virtual festival or conference, or for a specific target audience, such as the employees of a company or the attendees of an event. The platform’s functionality and content is carefully tailored to the project, from live broadcasts to video – offering a content-rich space for an organisation to communicate with its audience.

CUSTOM-BUILT OR OFF THE SHELF

All you need to access a web-based platform is an internet browser. Nowadays you can choose off-the-shelf options, for example Hopin or Socio, or you can have them custom-built. This means you can shape them specifically to your needs, allowing you to share content and messaging with your audience over a designated time frame in a simple, useful and engaging way. And when they’re custom-built, web-based platforms can include a range of specific features, from live video streaming and web chat to image and video galleries, all backed up by comprehensive analytics and CMS.

A GLOBAL REACH

Because you can access a browser experience anywhere with an internet connection – and you don’t need extra tech such as a VR headset to do it – it’s much easier to reach a wider audience. Digital platforms offer a virtual alternative to people-heavy events such as conferences, festivals and open days – and can even have greater reach, with people ‘attending’ from all over the world.

SCALE WITH EASE

Web platforms can be tailored to include as much content as you want, giving you complete control over your message. They can range from a one-time event that’s available for a precise time frame, to a permanent web portal that people can visit again and again. The content can also be scaled up or down depending on its usage – for example a virtual art gallery could have artworks added over time.

USE WHENEVER YOU NEED

Unlike a one-off event, a web-based platform version is available to re-use in the future – creating a cost-effective tool that you can use time and time again. For example, a virtual open day platform can always be deployed alongside a physical open day, not only to increase accessibility but also to share as much information as possible that might be missed during a physical visit. What’s more, a digital version of an event allows users to revisit even after it’s finished, helping drive conversions or simply allowing users to continue to benefit from the experience, such as Fearne Cotton’s virtual Happy Place festival.

A TOOL THAT’S HERE TO STAY

With vaccinations showing us a path out of lockdown life, are these platforms here to stay? In a word: yes. Organisations have realised how useful, cost-effective and indeed environmentally friendly virtual alternatives to real events can be. With the option to reach more people simultaneously at a much lower price-point, these types of web-based platforms have already proven their worth. That’s not to say they will replace all face-to-face events, but it’s not unlikely that many physical events and experiences may always offer a parallel virtual alternative in the future.